: VR technology is an emerging IT innovation that greatly affects consumer behaviour and consumer perception of products. The aim of this study is to examine how the virtual reality phenomenon can be used as a marketing communication tool and how its usage affects the reception of individual components of a marketing message. The research conducted examined the possible impact of virtual reality on message perception and attitude towards particular offers. Additionally the authors wanted to find out whether there was a relationship between the use of virtual reality and the acceptance of new technologies in marketing communication. To verify the stated hypotheses empirical research was conducted involving an experiment with 150 observations of respondents taking advantage of three different marketing communication tools including: VR presentation with Oculus Rift hardware, video and printed advertisements. The results obtained reveal that VR technology positively and significantly impacts the reception of the offer, the technology involved and the presentation itself.

The COVID-19 pandemic has accelerated the transition to remote and hybrid teaching and learning, highlighting the importance of digital maturity among university staff and students. Digital maturity includes technological proficiency and skills necessary to navigate and use digital tools for personal learning and development, as well as responsible and ethical use of technology, digital citizenship, and critical thinking. Developing digital maturity among students is critical to promoting sustainable practices and success in a digitally connected world. This article examines the impact of students’ digital maturity on online learning engagement and explores the relationship between digital maturity, acceptance of universities’ digital transformation, online education satisfaction, student engagement, and sustainable behavior. The study randomly selected 358 students from three Polish universities who completed an online survey (CAWI). The results indicate that digital competences positively affect the students’ acceptance of the digital transformation of the university. Personal innovation and motivation for formal digital learning also influence acceptance. Accepting the digital transformation has a positive impact on online learning satisfaction. Engagement in online learning has minimal impact on informal digital learning. The positive moderating effects of commitment to sustainable development on satisfaction and commitment to distance learning and informal digital learning were insignificant. The study suggests that universities need to promote digital maturity among all stakeholders, and students need to improve their digital competences to take full advantage of the educational offer of universities.

This book presents various views and perspectives on the impact of digital world on consumers, marketing and industries. The authors present a series of novel contributions and highlight some emerging issues relating to consumer–technology interactions, technology’s impact on marketing practice and digitalisation’s consequences in the selected industries. The publication of the book was possible thanks to the support of the Polish National Agency for Academic Exchange under the Welcome to Poland Program (2020).

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